Advertising means



jan. a

E l. GOLDING ADVERTISING MEANS 7 Filed Jan. 27. 1921 Patented Jan. .29, 1924.

OFFICE. I

i nnw'm I. GOLDING, OF NEW YORK, N. Y.

ADVERTISING MEANS.

Application filed January 27, 1921. Serial No 440,469.

To all who 1a it may concern:

fying characteristics imparted to a merchantable commodity such as piece-goods whereby a number of predetermined marked advantages and beneficial results are attained with certainty.

As is generally perceived, in the psychology of merchandizing there are a number of difi'erent forms and characters of selling appeals inherent in an article which renders it attractive to the purchaser. Some of these are materialistic or visible and others are intangible, for example, the nature and qualr ity' of the article, its texture, color, dress and appearance, its class, price and so forth.

One of vthe mostimportant of the intangible elements and one that is most largely relied upon by the purchaser is however its source of origin, and for this the purchaser largely rests upon his confidence and credence in the seller and his belief in the standards zealously maintained by reputable and established merchants from time immemorial.

It is well known that a merchandizer, particularly a retailer or one who sells to the ultimate consumer will go to infinite pains and much expense in furtherance of his aim to associate his own name with the goods sold by him in the mind of the ultimate consumer, having in view. a two-fold obj ective, to wit: primarily to cause the vendee to return to him for replenishment of supplies of the article sold, and secondarily to establish a general good will for his mercantile institution as the source of origin of desirable ,Inerchandize.

.As will be apparent upon reflection such methods as properly may be utilized in directly or in indirectly impressing upon the V vendee the name of the vendor. whois known to him often personally, rather than that of ,some distant and unknown manufacturer,in fact as many different methods, ar-

"rangeinents or procedures as may well be employed, are assured of not,onlypass1ve sympathy and favorable inclination but also of active support and co-operationof the ultimate merchandizer, and clearly leading to the eventual establishment of permanent commercial relations between him and those supplying merchandise characterized by the ability to impress the name of the vendor upon the vendee.

As my present invention adapted for the furtherance of the ends hereinabove suggested is peculiarly adapted and in fact pri marily (though not exclusively) intended' for use in connection with textile materials,

specially in the piece, I shall proceed to illustrate and describesu'ch invention as employed in connection with a bolt of cloth which may be of any desired character.

In the transmission of such merchandise as piece goods, whether through the mail, by common carrier, cartage, or otherwise, losses in transit by theft are of-frequentoccurrenoe, and similarly losses often occur through carelessness and through bursting of packages or the wrappers thereof, or mutilation or defacement of wrappers, rendering identification of the'goods and delivery thereof either to consignorvor consignee entirely impossible.

Furthermore, even if the goods themselves be not lost in transit, dela sin delivery often occur owing to such estruction of the shipping tag or other lack thereof.

In the practice of my present invention,

inasmuch as the name of the ultimate vendor, e. g., John ,Doe is impressed upon the selvage of the goods at repeated inter-J vals, various desired results flow without L special further action among which are:

(1) All whom it may concern or who may be interested know that said John Doe is responsible for the goods which thereby advertise him and not the producer;

(2) If the goods are lost or stolen and the selvage remains intact those into whose possession the goods 'may come are placed on notice that they are the property of said John Doe and are thereby ofiered the alternatives of restoring them to said John Doe or of voluntarily and wittingly becoming party to the unlawful conversion.

thereof;

(3) Should the goods come into the hands of a dishonest person who attempts to remove the indicia of the source of origin and of ownership by removal of the selvage,

suchmultilation of the goods will be ap-- .ing enabled to use this indicia impressed upon the selvage as the final mailing, ship plug, or delivery address of the one to whom the goods are addressed,-consigned or directed.

In attaining these and other objects andv advantages, which will appear as this specification isread, or which will be pointed out hereinafter, Ihave provided an arrangement, one embodiment of which is illustrated in the accompanying drawings in which;

Figure 1 illustrates a bolt of cloth embodying my invention; and in which only the name of the vendor appears upon the selvage;

Figure 2 shows a modified arrangement in which both the name and address of the vendor appear upon the selvage of the bolt of cloth;

Figure 3 shows a box or container to receive the bolt of cloth of Figure-2 and arranged to present to view through a face thereof the indicia on the selvage of the cloth of Figure 2; and V Figure 4 shows a wrapper of such dimensions as to expose to view the'selvage of the cloth, with the indicia thereon.

The merchandizer who sells to the general public and who is commonly termed the retailer, audit is for his benefit that this invention has been particularly evolved, indulges in advertising with one or more of a number of ends in view among which are two of prime importance, namely; (1st) that of* impressing his name and his establishment upon the mind of the purchaser or ultimate consumer with the end in view that such purchaser or ultimate consumer will instinctively turn to his store or establishment for general purchases alongthe lines likely to be sold by such retailer; (2d) .to establish such association between his name, store or establishment and certain goods, that his, the retailers name will stand as the source of origin of the goods to the purchaser so that the purchaser will thus be advised that he can always look to said retailer as the guarantor of the goods, and as the man who stands in back of them, while the retailer will profit by the good reputation which such goods establish with the purchasing public. An example of this character of advertising is found in the retailer using on his shirt a label in which such retailers name or trade mark or both alone appear. The name of this retailer therefore becomes in effect the guarantee for the goods.

Mypresent invention is directed primarily to the second of these ends, although as will be obvious, its beneficial results will also extend to the first.

In Figure 1 in which I have illustrated as desired, and preferably at such intervals.

as to cause the name to appear upon the This name indicated at 12 is' smallest piece of goods sold commercially.

The ultimate consumer in purchasing a piece ofmaterial having the name of the retailer on the selvage thereon at the intervals preferred above, will therefore have in front of him impressed upon the goods, the name of the retailer from whom he purchased the goods, which will obviously add an element of confidence to his purchase, not present before, particularly when he has in tangible I form at all times the name of the retailer from whom the goods were purchased. 'At

the same time, as is obvious, the good repuconsignee. Furthermore the theft. of the goods will always present to. the one guilty of such theft the embarrassment and difiiculty of having the rightful owners name on the selvage, which will at once call for an explanation when in the hands of one other than the one so named, as will also the absence of the selvage, in case the selvage is cut ofl to hide the theft.

Where a bolt of cloth is to be delivered or shipped inwrapped condition, I have devised the box or wrapper indicated generally at 15 in Figure 2, the box or wrapper 15 being provided with the opening or'window 16 positioned so as to register with and expose to view, the name of the retailer to, whom the goods are to bedelivered. This window may, if. desired, be closed by a transparent material. Where such shipment or delivery is to be made at a distance, it may he found desirable for the purpose of securing this added advantage to place upon the selvage both the name and the address of the retailer e. g. John Do'e--New York, N. Y., as'indicated at 19 in Figure 2. The indicia on the selvage are repeated as often,v as thought advisable, and preferably are so arranged that the complete indi selvages, thus exposing the desired indicia to view, which thus serve the added function of delivery directions.

Having thus -descr1bed myanvention and illustrated its use, what I clalm as new and desire to secure by Letters Patent is:

, 1. In combination with an article of 'mer 'chandise of a textile character having a selvage and. intended to be subdivided into smaller portions for purposes of sale, and having indicia irrem'ovably associated with said selvage and repeated at intervals, said indica being of a character to indicate'the one, whom the oods are to be delivered vfor purposes of sa e, and when chasers of all or of parts thereof, the one from whom the merchandise was purchased, of a receptacle or retainer .for said merchandise having a window or opening arranged to expose portion of said selvage toview theopening and the indicia. being so so so delivered to thereafter indicate to pury proportioned and positioned relatively to 1 each other that a complete indicia will at all times be in registry with the opening. 2. In combination with .an article of merchandise of a textile character and intended to be subdivided into smaller portions for purposes of sale and having indiciathereon irremovably associated therewith and re.- peated at predetermined lintervals, *said in 'dicia being of a character to indicate ownership, ofa container having'an opening therein, the opening and the indicia being so.

proportioned and positioned relatively to each other, so that a complete indicia will at alltimes be in registry with the opening. In testimony whereof I have hereunto signed my name.

newts 1-. eonnme. 

